There is a myth that online selling means competing on price. But, this is not true. The truth is that every purchase decision comes down to a perceived risk. The online retailers focus only on justifying consumer doubts while tempting shoppers with additional discounts. Sometimes that means low prices and discounts. Columnist David Rekuc writes in his article about some ways one can lower your customers’ perceived risk. They are: Reduce Risk; Offer a free trial; Establish credibility with third-party endorsements; and seek out in-depth, transparent product reviews. Read more at: http://marketingland.com/biggest-myth-online-retail-137618